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For over two years, I’ve been preaching the benefits of re-purposing press releases and re-distributing content via video to social media networks and third party websites and Blogs. A few courageous clients have taken this advice. However, with the increased publicity and hype surrounding social media, many fence sitters are now ready to jump into these interactive communication waters.

For those employing a PR strategy that includes writing and distributing press releases, I have a seven step KISS program to offer.

Step 1 – Establish a person or persons who will have a good on screen camera presence and can articulate your company’s message.

Step 2 – Evaluate social networks, third party websites, Blogs and databases that could be used for v-mail broadcasting. Your product or service will dictate which networks will communicate best to your audience. And remember, it’s always better to walk before you run so using proven socials like YouTube and Facebook would be a good start. The initial set-up is easy and doesn’t take much time to do.

Step 3 – Create a virtual set to serve as the backdrop for each of your videos.

Step 4 - Determine which press releases would be of interest to your audience and edit them into a short one – three minute video script. The writer of the original press release should be able to re-edit the content in less than an hour.

Step 5 – Video the on screen talent in front of a green screen, edit the footage in post- production and convert the file to flash movies for distribution. Our people are cross trained and act as the director, videographer, and editor so we’re able to significantly reduce production costs.

Step 6 – Videos are then distributed to the pre-selected socials, websites and Blogs by a dedicated staff.

Step 7 – Analytics are available to monitor each of the social networks and Google Analytics is used to measure your Web and Blog stats. For most clients, these tools satisfy all their measurement requirements and best of all they’re free.

By re-allocating $25,000 - $30,000 of your annual marketing or advertising media budget to this activity, I guarantee you will increase your reach and frequency by numbers greater than you could ever imagine.
Posted: 12/1/2010 12:57:13 PM by Dave Scelba | with 0 comments


What’s the best use of a $150,000 marketing budget?

Well, you can buy one B&W page in the NY Times and reach their Manhattan circulation only. You can buy a billboard in Times Square, but just for two months. You can place one or two ads in a nationwide consumer magazine. Or you can invest in a comprehensive public relations, publicity and social media strategy and reach millions of people virtually each and every day.

PR has historically been considered to be the most cost effective and efficient communication tool available. Dollar for dollar, it has always outperformed other marketing and communication tactics.

Today, with the addition of social media networking as a key supplement to PR strategies, the communication sky’s the limit … so to speak. We can now extend our reach and frequency to unlimited audiences that would be absolutely unaffordable by reach using traditional advertising media. Proactive PR professionals aren’t resting on their laurels or rolodex of media contacts. They’ve become more creative and are re-developing content into multi-media presentations. Distribution channels have exponentially increased our reach and the infotainment communications are generating two-way communication with the end user audience.

This process fills the information and content void, especially for B2B clients who may lack new products, services, technologies or people.

The end user audience is actually helping to develop and generate an ongoing stream of interesting industry topics to write and talk about. Over time a comprehensive PR program will position you as an industry authority and a source the traditional media will come to depend on.

Now, I don’t want to seem like I’m bashing all advertising media, direct mail and other traditional promotional tactics. I admit there is most definitely a place and need to invest these tools. However, business is business and everyone wants to get the biggest bang for the buck, especially during these challenging economic times.

So if the marketing budget is $150,000 or less, don’t dilute your investment and try implementing everything including the kitchen sink. Concentrate on developing a coordinated public relations, publicity and social media program. This comprehensive PR strategy will produce the most cost effective results and generate a measurable ROI you’ll be happy with.
Posted: 10/26/2010 5:38:52 PM by Dave Scelba | with 0 comments